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Phil's Blogservations
Friday, February 04, 2005
Posted by philgomes 8:31 PM
No, I'm Not Going To "Defend" My ProfessionNo, I'm Not Going To "Defend" My Profession
I've been writing this bit by bit ever since I was approached about this topic the other day. I've given it a lot of thought. Have I completely unpacked the topic in my head? Probably not. Nevertheless, today's meme in the PR blogging community has to do with the black eyes that the profession frequently gets. Furthermore, folks have been asked to hold forth about why PR is important, even necessary. It would appear that PR people grow weary of defending their profession. In my opinion, there's really nothing to defend. Seriously, folks... Why does this happen? For some reason, PR people turn into a terribly self-flaggelating bunch every so often, maybe about once a year or so. Do litigators do this? IRS employees? Boy-band agents? Before I begin... Yes, I know my profession doesn't cure AIDS, solve world hunger, or give you washboard abs. (Though PR-driven awareness of such problems arguably does its fair part in this regard.) PR also doesn't have the faux nobility of comforting the afflicted and afflicting the comfortable. That's not the point. Also, by way of background, you need to know how and why I got into PR in the first place. This should give some context. I'll wait. Are you back? (Whistles Rainbow's "Man On The Silver Mountain.") Ah! There you are! Now... If you didn't check out my FAQ, here's the Super Bowl highlight film version: Save for the halls of academia and the occassional columnist or media industry beat reporter, there is no other profession that makes it your job to learn and keep learning about how the media works. On top of that, PR requires that you apply that knowledge. Engaging in active correspondence with journalists, analysts, pundits, associations, and armchair quarterbacks (as well as all the strategy and planning that goes behind that) gives you unique access and perspective on the machinations of information and influence. Call it a privilege. Along the way, I've worked with (and continue working with) some of the most brilliant minds in technology. There is certainly no evil inherent in evangelizing what they do. Furthermore, working with these clients has given me a platform for talking with the different influencer communities mentioned above. I'm not only paid to work with these influencers on behalf of my clients, but I'm a ravenous consumer of the content they create. That's why I do what I do — out of professional and personal interest. Save for relatively few days, I even enjoy it. End of list. I don't deny that I've been very lucky in terms of the clients I've worked with throughout my career. Then again, I believe you make your own luck. If I didn't have enthusiasm for technology businesses, I probably would have either gotten stuck representing differentiation-deficient vaporware vendors or jumped out of PR entirely. I haven't had to do PR for unrepentant monopolists, corporate crooks, or companies that try to play three-card-monty with their technology claims. I have always said that PR people are lawyers in the court of public opinion. Think about it. This country would positively weep if the courts denied even the most heinous criminal legal representation. While interfacing with the mediasphere, shouldn't companies and their people — irrespective of what they do — have a similar privilege, just as they would in a courtroom? Yes, people, even the evil Augusta Country Club deserves PR, too. This isn't about "spin." This isn't about lying, obfuscations, or shadowy Svengalis that cackle maniacally while deftly manipulating a dozen hands' worth of puppet strings connected to the information sources you consume every day. Every company and public person should have a skilled representative between them and the media. This skill, like most any other, is kung-fu that can be used for good and, sadly, evil. Yes, the industry has a few very bad apples. Sure, we have the recent President-Bush-related payola scandal. Sure, we have the flack who tried to use 9/11 as a pitch hook while the Twin Towers were still smoking. Oh! Waitaminnit! You actually forgot about the 9/11-invoking flack? Well, as bad as it is, you'll probably forget about the payola scandal, too. And, as soon as we forget about that, another example of Engvallian "here's-your-sign" stupidity will take its place. Face it: It's a natural tendency for any group (political, religious, professional) to be characterized in the popular imagination by the most extreme of its members. Call it a truism. However, all of us know that the one or two brussels sprouts on your dinner plate aren't going to spoil the juicy pork chops and creamy buttered noodles next to them. In fact, you'll enjoy the savory components of your dinner even more. You'll simply remove the brussels sprouts, feed them to your Aunt's dog Kahlua, and go on from there. (No, Auntie. I love your brussels sprouts. Really. And I wouldn't ever dream of feeding them to little yapping Kahlua.) The folks behind the payola scandal are rightfully getting their proper drubbing, as did the 9/11-invoking spinmuffin. It's the court of public opinion at work. The "defense lawyers" for this court — now stuck making shoes for the cobbler, really — certainly have their work cut out for them. I can agree or disagree with how they're handling it post-scandal, but I'm not going to damn them for trying. (Admitting fault was a good start.) Feeling the need to defend a profession in which you've worked for several years is the vocational equivalent of Stockholm syndrome — falling in love with your captor. Or it's like that stupid part in the wretched Rodgers and Hammerstein musical Carousel when the widow defends her abusive late husband, marvelling how "it is possible for someone to hit you and it not to hurt at all." Feeling defensive? Escape from your captor. Divorce your abusive spouse. So, I'm answering this blogosphere-wide question by not answering it: I have absolutely nothing to apologize for, or defend, by working in public relations. There is a very high probability that you don't either. Is PR "necessary?" Well, I have a role in business and the mediasphere and I do my best within that role. Like I said earlier, on most days I even enjoy it. That's good enough for me. I have engaged in my profession honestly, holding the needs of my clients and a resolute respect for the mediasphere in the absolute highest regard. Likely, so have you. I'm not saying that PR is what I'll be doing for the rest of my life but, so far, the profession has been awfully good to me. Hardly something to be defensive about. There... I'm going to go have a weekend now. "Long distance information, just tell me where the manholes steam."
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This is the blog of Phil Gomes, SVP with Edelman Digital and senior advisor to the Society for New Communications Research. This blog not only discusses PR and media matters, but Phil's everyday observations about a variety of topics. Phil currently resides in Chicago, IL.
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